Guerrilla Marketing Works for David... and Goliath too!

Being "scrappy" is no longer reserved for startups and small companies, the way it once was. The world is abuzz with attempts to grab consumer attention, and these days, everyone has to manage within budgetary constraints – even the big guys!

Finding creative ways to cut through the clutter, reach your user or customer, and convey your point-of-difference has never been more vital. Here's a great example that, quite literally, was delivered right into my hands...

Amazon, by any account, is a "Goliath company". Yet, as shown here, it has made the brilliant (and inexpensive) guerrilla move to print marketing messages directly onto its packing tape. These both support and further company brand perceptions held by recipients of its ubiquitous, smile-emblazoned delivery boxes. Message content includes:

• Showcasing new Echo product brand features in action ("ALEXA, WHAT'S THE NEWS TODAY?");
• Communicating brand persona ("ALEXA, TELL ME A JOKE."); and
• Educating its enormous consumer base about services, in this case for Amazon Prime – some of which, even as users, they may be completely unaware ("FREE UNLIMITED PHOTO STORAGE." and "LISTEN TO AD-FREE MUSIC.")

What opportunities does your company overlook that can educate, expound upon your brand and enrich an otherwise humdrum product or service touchpoint with your customer?

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Moss Kardener is Chief Brand Advisor at OnStrategy Consultants. His firm works to position companies, products and services for success, distinguish them from competitors, define engaging brand experiences, and create strategic? ?communications to tell their stories. Reach Moss at 1 (510) 499-9697, or email him at [email protected]. ? 2016 OnStrategy Consultants. Trademarks and data content belong to their respective rights holders. All Rights Reserved.